Paid search strategy that is built on your unit economics, grounded in funnel math and channel data.
Not vanity tactics.
Paid search works when it’s anchored in your unit economics and end-to-end funnel math. If you know what you can afford to acquire a customer and where the funnel breaks, the strategy becomes obvious.
Paid search is, above all, a demand capture channel. Your potential customers are actively searching for a specific product or service, in a specific location, at a specific moment, and their intent is explicit in the search term. Unlike social media advertising, where ads are shown based on demographics and interests, search provides high-signal intent that lends itself to predictive modeling and reliable forecasting.
If you’re fast growing business that invest significant budget in PPC advertising you need a partner who can anticipate market shifts, seasonality, and changes in your sales process and translate all of that into clear projections: where to invest, how much to allocate, and the outcomes to expect.
➣ You’re materially increasing ad spend and need predictable outcomes from PPC advertising
➣ You have traction but haven’t tapped paid search yet
➣ Your lead volume or quality has dropped and you can’t see why
➣ Your team or agency executes, but no one owns the strategy, forecasting, and CRO alignment
Over an extended period, it has been proven that Google search ads are the most effective lead generation channel for businesses operating in B2B SaaS industry. By incorporating paid search ads into their marketing strategy B2B SaaS companies can enhance brand visibility, drive high-intent traffic, optimize budget spend, and ultimately achieve higher conversion rates compared to advertising on social media or other ad networks.
As a demand capture channel, Google search is an ideal place for capturing high-quality leads by showing them relevant ads, in relevant locations at relevant times, and directing them to a relevant landing page. Combined with right CRO (Conversion rate optimization) strategy paid search ads can be a strong user acquisition channel that will supply growth of your B2B SaaS business.
Understand your inside business metrics
Sales cycle length, buying committee, best customer verticals, ACV differences by ICP segments.
Marketing motion & markets
Understand your main channels in marketing mix, most profitable geo locations, audience types.
Unit economics → campaign math
Plan how to combine your inside business metrics with PPC campaigns. Translate LTV/CAC targets and stage conversion rates into budget, bids, and goals.
Competitive landscape
Get to understand what your competition is doing, SERP anatomy, gaps to exploit.
CRO alignment
Make sure landing pages built for message match, optimized for conversions and there’s no frictions (eg. broken sign up form)
Forecasting & predictive modeling
Model spend, lead volume, and sales outcomes. Set quarterly targets with confidence.
Through my career I’ve managed PPC tiger teams, a dedicated squad consisting of PPC Specialists, Copywriters, CRO Experts. I understand all ins and outs and what it takes in order to navigate PPC team to execute and manage ad campaigns that drives results.
I combine PPC intelligence tools in order to execute strategy in more efficient way and reduce human errors. In regards to that I started building my own software - GetContext that is dedicated to make paid search campaigns more successful and PPC teams smarter and more productive.
Answers to the burning questions in your mind.
A detailed assessment of your current setup and historical performance. I collect all relevant data, review prior strategies and tactics you’ve tried, and document what worked, what didn’t, and why. Then I rebuild the funnel math (click → visit → lead → SQL → Opp → Closed-Won) and outline a 90-day roadmap with quick wins and longer-term plays.
Critical. Success depends on clean, de-duplicated conversion events, consistent naming, accurate UTMs, and CRM conversions synced back to platforms and analytics. Without this, decisions are guesswork.
Yes. Otherwise I can’t guarantee results. My approach is data-driven and relies on pipeline data to measure real outcomes. I can work with least-privilege access and respect your security and privacy requirements.
Both. I can deliver a one-time audit/build while your team runs day-to-day, or provide ongoing leadership and full account management along with your or my team.
Beyond CPC/CPL I track SQL rate, opportunity creation, Closed-Won, sales velocity, and win rate. We set targets that make sense for your business realities and report on progress transparently.
For PLG, we optimize for trials/PQLs and in-product activation. For SLG, we focus on demo/meeting quality and progression to Opportunity and Closed-Won. Demos or free trial sign ups matter, but the primary goals are qualified pipeline and revenue.
Yes, either directly or in partnership with your team. We ship LP briefs, variants, and testing plans mapped to themes and queries.
Absolutely. I often define strategy, guardrails, and reporting while the agency executes day-to-day. We share dashboards, cadences, and accountability. But I’m not accountable how fast agency will execute and their expertise.
Yes. Especially for bottom-of-funnel intent. It works when you have a righ campaign structure, precise keyword and match-type strategy with appropriate negatives, disciplined budget allocation (by campaign, geo, schedule, and device), message-matched landing pages, and measurement tied to CRM outcomes - SQLs, opportunities, and revenue, not just clicks or vanity conversions.
We’ll map click → LP visit → lead → SQL → Closed-Won using your analytics and CRM, then align budgets, keywords, and pages to what actually converts. You’ll leave with a clear action list and projections you can defend.
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